Phia

About Phia


Phia is the first and only tool that instantly compares fashion across both primary retail and secondhand sites to help you find the best price in one click—no extra tabs, no ads, no extra searching. Phia uses artificial intelligence and a patented technology to scan real-time data across a database of 250 million products from over 40,000 retail and resale sites to show consumers whether an item is high, low, or typically priced. Download Phia for free in the iOS App Store or add the Safari mobile browser extension or Chrome desktop extension.

Sophia Kianni and Phoebe Gates are the Co-founders of Phia - a free iOS app and mobile browser extension that finds instantly the best prices on new and used fashion while you shop digitally. 

The AI-enabled Phia shopping tool compares new and secondhand prices for the item you're searching for. Fast and in an instant you'll get to see the best in fashion and view purchase options. New. Pre-loved. The choice is all yours.
Gates and Kianni, co-founders and co-CEOs, developed the concept for Phia while roommates at Stanford University. Both passionate about fashion, they were frustrated by how hard it was to find the right item at the best price—endless scrolling, searching, and comparing across dozens of secondhand sites. They realized traditional e-commerce hadn't evolved in years and set out to create a more personalized, efficient shopping assistant with AI. Their goal is to build a smarter way to shop—one that saves people time and money while promoting sustainability, transparency, and pushing the industry forward.

"We, like so many consumers, want to shop smarter and make the most of our money," says Kianni. "Great secondhand options exist, but they're scattered across hundreds of websites—and no one has time to search them all. Our patented model solves that pain point by delivering instant price insights and better options to help customers make smarter, faster decisions with their money."

Phia's tech was built in-house by a team of engineers with backgrounds at leading companies including Pinterest, Millennium, Meta, and Amazon. The platform aggregates data from top resale partners like The RealReal, Vestiaire Collective, ThredUp, StockX, eBay, and Poshmark. From Louis Vuitton to Nike, Phia works across all brands—personalizing results based on your size, preferences, and shopping behavior to help you find the best deal every time. You can also favorite items, build collections, and find results from every secondhand site—all in the Phia app.


Source: Phia.com

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